Movie Age (1927)

DECEMBER 3, 1 927 PAGE 19 Ties Up Police Prestige With “Shield of Honor” Nat G. Rothstein, director of adver tising and exploitation for Universal, broadcast over Station WGBS under the auspices of the Police Journal, in con¬ nection with Universal’s forthcoming police picture “The Shield of Honor,” an Emory Johnson production. Rothstein’s talk was in the form of an appeal to the public for more apprecia¬ tion for policemen. He emphasized the human angles of the police and told of many ways in which the jublic can co¬ operate in upholding the prestige of the police. Kids Koloring Kontest Exploits “Big Parade’ A “Kid’s Koloring Kontest” was the highlight in a campaign on Metro-Goldwyn-Mayer’s “The Big Parade” at the Wilma Theatre, Missoula, Mont. E. K. Taylor, the theatre manager, ran the campaign. Through a. tie-up with the Missoulian, the “Kontest” gained space by way of four “Big Parade” cuts which were run on successive days. The accompanying contest stories explained that each pic¬ ture was to be colored in either oil, water or crayon and that all children under 13 years of age were eligible to compete for the eight prizes offered. On Saturday (the day prior to the opening of picture) the Missoulian ran a “box” to the effect that at noon Mis¬ soula would be attacked from the air when thousands of mysterious messages from Mars would be showered from the skies. For this purpose a volley of hand¬ bills were used, reading “A Message From Mars — ‘The Big Parade’ is the greatest screen attraction the world has ever known. Breaking All Records on Every Planet — Congratulations to Mis¬ soula! Have heard ‘The Big Parade’ plays the Wilma.” This stunt was pos¬ sible through the assistance of Bob Johnson, New York to Spokane aviator, who dropped the messages from his plane. Mayor R. W. Kemp officially pro¬ claimed “The Big Parade” Day as a tribute to the picture’s initial showing in Missoula. The original proclamation was mounted in a corner of a one-sheet mat for lobby display purposes. A Dodge was obtained for a street ballyhoo, to permit six girls in uniform to tour the downtown district. Each girl carried a reel of film, while tie-up banners on the car read, “A Hurricane of Happy Hurrahs! ‘The Big Parade,’ has just arrived.” T1“ LOBBY Display ‘Window of your theatres By JACK E. BAKER Lobby displays that are symbolical of the photoplay will not only attract at¬ tention, but will also inform your pa¬ trons what type of picture you have to offer them. To gain the desired ef¬ fect, the exhibitor must analyze the pro¬ duct he is to show as well as read the plot of the story from the press sheet. It would be folly to arrange a display of artillery for a society picture. There¬ fore, the need of a little thought re¬ garding the picture. Each photoplay has some angle which can be exploited. Exploit this medium to the fullest extent in your display ma¬ terial. Often the title alone, will sug¬ gest an idea which will blend perfectly for a lobby display. Let us take for example the title of the picture “The Lone Eagle.” Newspapers have heralded the name of Lindbergh as “the lone eagle.” Lindbergh recalls to our minds the word “aviation” — your lobby display would naturally be pertaining to aero¬ nautics. Then again the title may not carry an idea. You will then have to govern your display accordingly, either from the plot, or the reproduction of the posters which appear in the press sheet. One of the most effective displays that I have ever seen was that of a theatre lobby in a small town. The ex¬ hibitor at that time was showing the photoplay titled “The Last Edition.” He secured a tie-up with his local publisher to furnish him with five or six hundred copies of the paper. He ar¬ ranged a minature printing plant in one corner of his lobby showing the people the operation of printing a newspaper. A news stand was built around the boxoffice. He had a small boy standing there to give it the desired effect of a newststand. This display thoroughly im¬ pressed the public and gave it the proper atmosphere setting for the picture. This is just one idea where the ex¬ hibitor can benefit from the plot of the story in arranging his display. _ C''" . i ■ Distributed, throughout the United States from CHICAGO NEW YORK LOS ANGELES 845 S.Wabash Ave. * 126-130 W.46^ St. * 1922 S.Vermont Ave.